Cerveceros de España has presented today the footballer and youtuber Carles Santaló, better known as Kolderiu, as the new ambassador of the campaign “Enjoy the Natural”, an initiative with which Cerveceros de España wants to value the product with which the beer is made. “Water, barley malt and hops. They are the three main ingredients that, through fermentation, make this drink one of the oldest and so linked to our Mediterranean culture”, commented Jacobo Olalla Marañón, general director of the entity that represents practically all of the production. of beer in Spain. That is why they have opted for Kolderiu as their visible face in this new campaign, since “he reflects in the type of content that makes that responsibility and naturalness that we want to convey.”
The youtuber, who has 1.87 million subscribers on YouTube, picked up the baton stating that: “indeed, when I sit down to prepare the content, naturalness and responsibility are two heavyweights when it comes to considering what I am going to tell . For this reason, when they proposed me to do this collaboration, everything fit perfectly. Saying “yes” was the most natural thing. And not only because of this coincidence, but because, honestly, being able to enjoy a meeting with friends over a few beers is one of my favorite plans. And, in addition, it is essential to always do it with head, with moderation and responsibility”, reflected Kolderiu.
Social, moderate and responsible use
The campaign is headed by an advertising spot filmed in a brewery and starring a master brewer, who seeks to reflect the naturalness of the brewing process and the ingredients used in it. In addition to showing habitual moments of beer consumption aimed at a young audience, with the focus on encouraging recreational and moderate beer consumption.
Finally, the director of Cerveceros in Spain placed value on the popularity of the drink in the country and its social and labor dimension: “nearly 90% of the beer consumed in our country is made within our borders, incorporating local and quality raw materials. The result is that Spaniards choose beer for its bitter and refreshing taste, and not for its alcoholic content, as the success of non-alcoholic beer demonstrates. And, as a social, Mediterranean and popular drink, it is one of the assets that makes it possible to make a country brand”, he commented on a product of which Spain produces more than 41 million hectoliters per year, being the second largest producer of beer in the European Union after from Germany.
